Thoughts on the new Whitney Museum identity

July 3, 2013

By Dan Dyksen

Recently, the Whitney Museum launched a bold new identity that I really want to like. It's dynamic, unique and clearly thoughtful work. The graceful "responsive W" morphs in and out of content in a creative way. The stark black, all caps, san serif typography has been done before, but somehow feels fresh in this context. Because of the white space and prominent use of black and gray, the Museum's colorful artwork is the shining star throughout all of the collateral. And yet, I'm just not sure that the overall visual expression has the stature the Museum requires to build its brand.

Is the "responsive W" strong and memorable enough for such an iconic New York institution? Does it feel more like a campaign than a lasting brand? Will we be celebrating this identity 10 years from now or will it be a long forgotten mistake? Only time will tell.

And, because I believe new identities deserve time to grow and become part of our cultural experience, I look forward to seeing how this brand evolves in the coming years.

Here is more information on the new Whitney Museum identity. Looking forward to hearing your thoughts.